Article

Ben Hollom
Ben Hollom 24 October 2014
Categories

Offering Disillusioned Customers An Olive Branch

What can brands do when they lose the trust of a large chunk of their customer base?

With access and availability of goods and services increasingly in the consumer´s favour, it´s more important than ever to build trust between them and your brand. If you fail to convince them of your reliability, they´ll simply divert their custom elsewhere. But, what can brands do when they lose the trust of a large chunk of their customer base?

 

Everybody knows it´s harder to place your faith in something or someone once you´ve been let down. Ebay is making attempts to reassure its customers who are said to have been tentative to reengage with the website following a large-scale cyber attack.

 

In an article on the Marketing Week website, eBay´s senior director of operations, Sarah Calcott, told the publication how 2014 has been a “challenging year” as a result of the breach. The American e-commerce firm launched a reassurance campaign following news of the attack, and asked affected customers to change their passwords.

 

Calcott attributes the trust the brand built with its customers prior to the hack as a reason why the company is now back in growth, although it did force its full-year sales forecast to dip by $200m to $18.5bn.

 

“We had frustrated customers but we are the other side of that. We are very lucky in that we have a loyal set of customers and we have seen those come back,” she added. Calcott outlined how the company reached out to those disaffected customers to try to convince them of the “great experience” it offers through a “serious investment” in couponing, seller incentives and increased marketing spend.

 

Have you seen any good examples of brands turning a potential PR nightmare around? What tips would you give for those looking to reassure or reengage with their customer base?

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
‘Complainer marketing’ – should we harness rage to promote brands?

‘Complainer marketing’ – should we harness rage to promote brands?

As marketers, we're always looking to get the best results for our clients. But should we highjack the emotions of their customers to do so? No, as I explain in this post, you're better than that.

Tom Chapman
Tom Chapman 18 July 2018
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
8 Digital Marketing Trends to Watch in 2023

8 Digital Marketing Trends to Watch in 2023

The internet has conditioned customers to demand instant gratification, and that’s only set to continue. In 2023, customers will expect a response time of just hours. No more sending an email and waiting days for a...

Azeem Adam
Azeem Adam 3 May 2022
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
Deep Link vs. Universal Link: Which One is Better?

Deep Link vs. Universal Link: Which One is Better?

Are universal link and deep link the same thing? There are some big differences, let's understand them.

Stefano Pisoni
Stefano Pisoni 17 March 2020
Read more